After Alibaba, Ratan Tata was the latest influential to come forward and back the mobile focused marketplace Paytm. While the value of the funding was not disclosed but one thing was sure that the ex-chairman of Tata Group will bring his wisdom on how to connect to the Indian masses with a touch of emotion. The early signals are already on, Paytm has recently rolled out a new marketing campaign where the brand is promoting #PaytmKaro – a new way of money transfer with an emotional touch.
Paytm, which plans to spend Rs. 500 crore on branding and marketing this year, also plans an outlay of Rs 50 crore to be spent during the ongoing IPL cricket matches. Paytm an associate sponsor on Sony and also the official partner of Mumbai Indians has collaborated with McCann as the creative agency to roll out its new brand campaign during the IPL.
The campaign #PaytmKaro is led by a TVC with an objective that mobile money transfer via Paytm is the most convenient and simpler solution to everyday situations.
The little less than a minute ad begins with a rakhi scene, in which a brother surprises his sister by transferring money in her Paytm wallet after the ritual. Next comes the scene where a husband is in the middle of preparing a dish for his wife by taking tips from a TV show, when suddenly the show stops as the DTH recharge gets over. This is when his wife activates the recharge through Paytm and the cooking continues. The ad rolls out some more life situations such as money transfer, online shopping, mobile recharge which are made easy by Paytm services.
The TVC that rides the emotional route to connect with Indian mobile consumers, has gained 10K views on YouTube.
The 360 degree campaign has made sure to reach out to its target audience on social media too. Apart from sharing the ad on Facebook and Twitter, there isn’t a TVC led campaign on social media. However, the hashtag #PaytmKaro is being added to almost every conversation that is being driven on Facebook and Twitter.
— Paytm (@Paytm) April 9, 2015
— Paytm (@Paytm) April 15, 2015
— Paytm (@Paytm) April 11, 2015
#PaytmKaro has no digital campaign budget
Going by the words of Paytm, the brand has set aside a Rs. 50 crore campaign during the ongoing IPL 8. TV is the primary medium for the campaign and that is understood with the campaign targeting the IPL. However it seems that the brand has decided not to invest a sizable budget for its digital marketing campaign.
With an objective to make Paytm a household name when it comes to mobile money transfer, it is really surprising why the brand has ignored the social media savvy audience other than having just vanilla conversations around the TVC. Not sure if the brand plans to run a social media campaign (not to be read as Twitter contests) at a later stage but it can obviously drive meaningful conversations with fans around #PaytmKaro. A simple idea could be the various ways in which fans are making their lives easier with easy mobile payments. An emotional connect on digital is required too.
Through this entire brand campaign and over the year Paytm is also aiming to reinforce its position as the leader in the mobile commerce space. But that would be a tough ask with the recent acquisition of mobile commerce platform Freecharge by ecommerce major Snapdeal making them the largest mobile commerce company in the country.
Mobile economy is the future and with such huge marketing budgets at stake it would be interesting to see with whom does the Indian consumer finally connect with.